What does a migrane feel like? Health brand Excedrin has debuted a new virtual reality project to answer this question and allow people who've never suffered from a severe headache to see what it feels like.
In a bid to give patients, "the empathy they deserve," and show that migranes are "more than just a headache," the pharmaceuticals company has created a 360-degree video dubbed 'The Migrane Experience'.
The augmented reality drive will simulate the effects of the condition, and bombard the viewer with a series of symptoms including blinking lights, floating spots and blurred vision.
The full 360-experience is set to be released in May via a dedicated app that can be viewed using Google Cardboard.
To test the tool ahead of time, Excedrin's team brought together four real-life migraineurs and asked their non-suffering family and friends to sample the tech with powerful results.
The video, which can be viewed in full above, saw the testers attempt to navigate everyday scenarios, such as visiting a cafe or taking the subway, while experiencing the effects of a migrane.
Marketers have predicted that 2016 is the year VR will move into the mainstream thanks to projects from Google, and Facebook's Oculus Rift release. Facebook recently revealed that its early tests around 360-video are already generating more than a million views every day.